At the 6th Guangdong Provincial Furniture Industry Economic Operation Analysis Conference held recently, Wang Ke, president of the Guangdong Furniture Association, made a relevant analysis on the development of furniture in Guangdong Province.

Wang Ke, President of Guangdong Furniture Association

The economic situation in the first half of the year: the days of furniture backbone enterprises are better

Mr. Wang Ke first analyzed the economic situation in the first half of 2012. First of all, from the data, the statistics of the national statistical department show that from January to June this year, the total output value of furniture enterprises above designated size increased by 16.7% year-on-year; overseas data showed that 1-6 In the month, global export delivery value increased by 26.1% year-on-year, and imports increased by 5.63% year-on-year.

Among them, the furniture industry in Guangdong Province completed sales of RMB 106 billion in January-June, up 8.2% year-on-year, of which domestic sales were RMB 56.5 billion, up 10% from last year. Customs data showed that from January to June this year, Guangdong's furniture exports increased by 44.4% over the same period last year.

The second is the specific market analysis. In terms of domestic sales, its growth rate has slowed down noticeably. Due to the difficulty in the domestic market this year, especially in the first-tier cities, the market development of restricted cities is more difficult. However, the company does not have to be too pessimistic about this piece, because in the past three years, Guangdong has experienced a development rate that is obviously too fast, its average growth has reached 16.3%, and the highest has increased by 30%, so here The growth of the block has been overdrawn and accompanied by overcapacity.

At present, the impact of China's real estate regulation and control policy is relatively obvious. From the market regulation last year to this year, it is obvious that the furniture industry is affected. In the first half of this year, in addition to the impact of policies, consumer confidence was also affected. In fact, in the second and third tier cities, it still maintains a relatively strong situation.

If you look at the domestic market in the past five years, you should feel the most difficult in the first half of this year, and small enterprises feel more difficult than backbone enterprises and brand enterprises. The phenomenon of layoffs in SMEs is more common, and enterprises in Dongguan and Shenzhen have closed down information. The industry has brought some haze. Due to the large number of outlets, large scale, new products and abundant funds, the backbone enterprises and brand enterprises have relatively better days in the current environment.

From the perspective of the product market, hotel furniture and office furniture still perform better than civilian furniture. This is related to real estate regulation and commercial construction. In this environment, everyone's purchase of furniture has also increased. Relatively speaking, hotel furniture and office are not as complicated as civilian furniture.

In addition, in some areas, the pace of construction of the home market is too fast, the professional market is opening more and more, the single store turnover and the single store profit generally decline, making the rent reduction, rent-free, self-employment in the current market is not prosperous. , postponement and other phenomena, and even individual resistance, withdrawal, closing.

In terms of exports, the top 17 countries in terms of furniture exports have reached more than US$100 million in exports. The cumulative exports of these 17 countries increased by 3.14% compared with the first half of last year. The United States is still the largest country in the province's furniture exports, accounting for 24.4%. Many people think that the US market is really bad this year, but from the customs data, the export from January to April is a negative growth. From May to June, there has been positive growth, and the total exports to the US in the first half of this year have reached 11.36. % increase, and expectations are moving forward. It can be said that the United States is still an important exporter of whole furniture exports. The entire Americas, including the United States, Canada, etc., increased by 13.4%, accounting for more than 30% of Guangdong's furniture exports.

Europe is a market where Guangdong's furniture exports need to be strengthened. Although the European debt crisis has had an impact on Europe this year, resulting in a sluggish European economy, the rigid demand for households in Europe is still growing. This part of the market is growing. Partially occupied by Chinese products and Guangdong products. In addition, the Middle East is also a new battlefield worthy of continued development in Guangdong's furniture exports.

Development proposals for the second half of the year: adjusting the mindset

Regarding the development strategy of the furniture industry in the second half of the year, Wang Ke said that it should conscientiously study and implement the spirit of the province's economic operation analysis meeting held in the first half of the year, focus on expanding domestic demand, focus on stabilizing external demand, and vigorously promote industrial transformation and upgrading, and focus on helping enterprises to cross Through the difficult transition and development.

First, enhance confidence. Strengthening confidence is more important than anything. In recent years, the furniture industry in the Yangtze River Delta, Bohai Rim, and Southwest has grown very fast, but there are many factors behind the speed of the birth, including the government's strong policy support and encouragement policy support. There are large-scale financing loans, mutual guarantees, and rapid development of enterprises, but in the current environment, the furniture industry in these areas is facing many new problems. Therefore, Guangdong enterprise furniture companies may be earlier than others when they fall, but they will rise faster than other regions when they rise.

Second, a correct understanding of the economic recovery. Recently, the industry is talking about the economy picking up. The industry should hold a correct understanding of the market's recovery. From the current point of view, the prices and transaction volume of the real estate market in various places have generally improved after entering the month of May, and there is a warming phenomenon. In first-tier cities and second-tier cities, the prices of commercial housing are gradually picking up, and the volume of transactions is gradually picking up. As a whole, the market is optimistic.

Recently, the Central Political Bureau meeting called for the unswerving implementation of the real estate market regulation and control policy in the second half of the year, resolutely curbing speculative investment demand and effectively preventing the rebound in housing prices. It can be said that this time it is necessary to resolutely curb speculative investment demand, and to remove this part of the water, but for the need, this part of the demand still exists, coupled with the construction and commissioning of the housing project, including the construction of commercial housing. They are all beginning to develop in a favorable direction, especially to solve the rigid demand, and this part of the demand will also gradually benefit the furniture industry.

Third, we must adjust our mentality. In the current situation, the mentality of the industry is very important. Need to stabilize the confidence of the industry, the confidence of enterprises and boost consumer confidence. The furniture industry in Guangdong Province has a large base in the past. Therefore, for the furniture industry in Guangdong Province, even if it is less than 10% growth, its growth is still very large.

Borrowing a recent view of Ma Yun, he pointed out that the next three years are the best time for private enterprises. These three years are China's transition years. I believe that the economic situation in the world will not be as good as everyone thinks in the next three years, but outstanding enterprises are growing up in a bad economic situation. Therefore, I believe that the next three years will be the best time for private enterprises to truly grow. The key is whether everyone can become the winner or outboard in the new round of transformation and upgrading.

Fourth, actively carry out promotional activities. Under the guidance of the government, industry associations, furniture sales vendors, and producers should do everything possible to adopt measures and means conducive to market development and actively develop into third- and fourth-tier markets. Furniture companies must actively adopt various effective means to expand the market and occupy positions. In the central city to establish their own independent stores, direct sales stores, the store's clear price, trade-in, personalized customization, e-commerce, network, as well as through some large-scale activities, special products, after a cycle, in a certain Promotion at time points, these activities need to be linked by market distributors, distributors, and enterprises. Recently, in the process of market research, I can also feel that many furniture companies are in action and have actions. Including celebrity spokespersons, etc., these activities are boosting the business and boosting the market's consumer behavior, including some companies also taking advantage of the current situation, such as using the Olympic Games to reward consumers to go to London to watch the Olympics, these activities are very meaningful. Building your own brand image in this environment has the lowest cost. For example, Shangpin's home delivery, please Zhou Xun as their spokesperson, engaged in an "Easy-to-buy" campaign, personalized customization, information management, business model innovation, will explore a path for the development of the industry.

Fifth, appropriately slow down the pace of market construction. In the current economic environment, the pace of market construction should slow down. In the first-tier cities, the furniture market has reached a state of saturation or overload, especially in some central cities. It is hoped that the distributors will seriously consider and study, and do not blindly expand. At the same time, some projects under construction, I hope that everyone will slow down according to the actual situation, especially some very large enterprises, slow down and slow down, because the current situation is not enough to accommodate such a huge market demand.

Sixth, enterprises should appropriately reduce the expectations of consumption scale and economic scale. Guangdong furniture companies should not compete for a single champion in the national furniture industry, because the environment in Guangdong is not very suitable, and it is not necessarily a good thing to be a national single champion, because you have forced yourself into a very dangerous situation, especially the current This kind of environment.

Seventh, furniture companies need to practice internal strength. I hope that Guangdong furniture companies should not think too much in the current environment. They should practice their internal strengths and do their own product design work. If the Guangdong furniture industry wants to remain invincible in the new round of competition in the national furniture industry and continue to lead the development of the Chinese furniture industry, it must be established before the design leader, otherwise the advantages of Guangdong furniture will be weakened or even disappeared. When the design becomes the leader, these leading enterprises can continuously launch design works with independent intellectual property rights to form their own corporate design style, which is not easy to copy by others. You can buy 5 million devices, others can buy them, and design is a complete set of procedures and human resources.

Eighth, we must pay attention to the work of standardization. The current standardization improvement is also an important aspect of transformation and upgrading, and the improvement of the standardization level of the furniture industry is also the performance of the industry. In the past, the threshold of the furniture industry was very low. With a little capital, the factory could be opened, and the product standard could be sold at a low level. It is believed that after this round of market baptism, with the market regulation and supervision in place, a group of enterprises will be eliminated. Furniture companies must be in an invincible position. Only by resolutely implementing national standards, only the internal standards of enterprises should be continuously improved. Including the Guangdong Provincial Furniture Association and the Guangdong Provincial Technical Supervision Department, it will actively prepare for the standardization of the furniture industry and comprehensively develop the furniture standardization work in Guangdong Province.

Ninth, we should pay attention to the moderate adjustment of prices. From the current point of view, the moderate adjustment of the price of furniture terminals has become a countermeasure against the current situation. At the beginning of the year, I expect that a considerable number of key enterprises will raise the ex-factory price by 10% around May this year. In the current labor costs, energy costs, logistics costs continue to increase, coupled with the cost of subsidies to dealers and so on. In the case of digesting these rising costs, my point is that companies should increase product prices to ensure product quality, rather than reducing product quality to maintain market demand.

In my opinion, if we adjust the price and adjust it by 15%, then we can take 3%-7% for service and promotion. We can properly study the beauty and hairdressing industry, washing supplies, cosmetics, and publicity expenses. The cost, I think 30%-50%, may be more. Some companies have adjusted 25% last year, and some have adjusted 10% this year. Dealers also accept because you can do more services because you have resources. So this is a topic worthy of everyone's thinking, paying attention to the moderate price adjustment of products.

Tenth, attach importance to cooperation between enterprises. In the current environment, our companies can cooperate with each other. For example, I am a coffee table, I am a TV cabinet, etc., and different product categories in the industry can also cooperate. There is also a kind of cooperation. For example, I am a furniture company. I cooperate with ceramics, building materials, lighting, and curtains.

Eleventh, attach importance to talent strategy. Recently, more on the Internet, the CEO of a certain furniture company has changed. The bosses of most of our companies are busy every day, busy is not a future strategy, but is busy solving yesterday's problems. Most bosses have poor performance, not wrong to do things, but wrong to employ. Most of our furniture companies have worked hard on husband and wife shops, fathers and sons, and brothers. Now the society has developed to a more mature stage. These enterprises may have problems like human resources, especially executives. In the process, The use of people may be an important issue that restricts the development of enterprises. Most companies do not do much, not in the vision, but in the genes. The enterprises in Guangdong are not doing much, and it doesn't matter if they are not big. We need to be stronger. Most of the elites are dissatisfied with the status quo, not because there are no good positions, but information asymmetry, which is a big problem. Therefore, we have proposed reforms that must pay attention to equity. We must resolve the stable relationship between corporate development and senior management and professional managers, and actively promote the shareholding method for giving professional managers equity and options.

When I talked about this point with some professional managers who left the original company, everyone agreed. When our company is in good times, how to let professional managers grow up with your company, how to help you in the same boat when you are not good, the solution is to give him equity and options. If you can't do this, your business will be bigger and stronger, and it will be more difficult in the current environment. Therefore, in our furniture industry, for those private enterprises that do not do much, if they can't do this, the professional managers will definitely go for three or five years. If you can stay in the past ten or fifteen years, these companies that become their own people must be very stable.

Twelfth, attach importance to talent training. Recently, many furniture companies are engaged in training. At this time, training is the best time. I hope that everyone will take training as a good job. When the market is in a downturn, appropriate expansion of some new factories, the purchase of some advanced equipment, one equipment and more than a dozen people, the labor force has risen, using equipment to improve our production efficiency and quality. Informatization construction is relatively weak in the Guangdong furniture industry, and we must pay attention to this aspect. The construction of the network, the construction of professional managers, and brand building are all aspects of our moderate investment. Enterprises must think about what they want to invest at this time. The most important thing is the cost of human resources. Now that your CEO is gone, consider changing to a CEO. Your CEO has not gone. Consider what kind of mechanism to use to keep him.

There is a "house" in the development of furniture.

I would like to quote an interesting dialogue between the folk teachers and apprentices to explain the relationship between the industry and the development process: the master asks the disciple, if you want to boil a pot of water, the fire will find that the wood is not enough, you should not boil the water. How to do? Some disciples said that they were looking for firewood. Some disciples said that I had to go quickly, and some disciples said that I had to go buy it. These three points of view are that when the firewood is not enough, I go to the firewood. The master said, why don't you think about dumping the water in the pot? The world can't always be the same, there is a house to have it. Many of the search for life does not lie in the mountains and waters, but in the distance between them.

We believe that at present, when the overall market is sluggish, the company's development speed performance is reduced, and the company's internal skills must be added. Then, insisting on half a year is a victory.

We believe that the economic situation in the second half of this year to next year will gradually pick up. With the various measures and policies introduced by governments at all levels, Guangdong furniture enterprises will fully overcome the current real estate regulation and international financial crisis. The difficulty of coming.

In the current environment, how to build a better and more scientific strategic system is a top priority for furniture companies. In the current complex domestic and international economic situation, the growth rate of the furniture industry is close to the natural growth rate. Transforming the economic development mode, adjusting the economic structure, maintaining the natural growth rate, simultaneously carrying out economic innovation and transformation and upgrading, and finding new industrial growth points are the key to healthy economic development. There have been many artificial factors in the past high-speed development. Unusual factors, we should not worry about the current growth rate of less than 10%, because it is closer to the market law. There are many policy factors and government factors in the imperfection of the market economy. As an industry, we should maintain a very clear mind.

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